Strategy - Brand Merchandise - Copy - Design
Design of the welcome kit for employees.
Nua is about creating totally customised feminine care experience that matters. The brand is extremely powerful and has a strong personality which defines what it stands for. What made this project extremely exciting was to capture the essence of the brand into merchandise that justifies the purpose of welcoming the employees into the Nua culture. Every element developed has a story attached to it and when put together, they all tell the beautiful story of Nua.
Approach & Solutions
Understanding the brand personality, voice, tone - Understanding the users - Research of what appeals to them, both in terms of the kind of merchandise and the thoughts - Connecting the brand messages in a fun way via the copy - Design to maintain brand values
Challenges we Resolved
To find a balance between the brand's voice, purpose, offerings and the emotions and feelings of people when they come to work on the first day. The entire project had to find a balance between it all with the copy, design and merchandise production.
We carefully studied the brand personality on one side and mapped down the target audience for the brand on the other. The employees of the company are young, in the age group of 22-28, full of energy and passion for their work and most of them are women. The work culture is full of positive vibe and the surroundings are lively.
Keeping the findings as our base, we first analysed the possibilities of merchandise and then each of them was worked upon in detail to be presented, ready to delight.
Subtle, yet powerful, its the first glimpse any new employee will get into the company’s culture.
Intelligent, honest, modern.
A notebook was selected as it is the most relevant merchandise for office purpose. After multiple explorations, the cover of the notebook was kept simple and bold, to fall in sync with the brand. The inside of the notebook had 5 dividers, each signifying the following:
a. The Quote
A motivational quote was chosen, which serves the purpose of encouraging people at work and also stands true for Nua’s undying spirit.
b. The Calendar
Well, a calendar is needed. Period.
c. The Story
How can a member of the family be unaware of the family history. This divider summarises all about Nua.
d. The Stress Buster
A stress buster is needed, whether it is during periods or at work. The combination made us come up with a fun section divider, with a crossword and some ice breaker questions, to encourage healthy bonds between all new members.
e. The Goals
Nua is surely an achiever. Feel inspired!
A careful balance was created so that the visual elements stand for the brand and at the same time represent ideas relevant for the mood at work.
These had amazing explorations. The generation loves accessories and stickers would be a great fit to give them something to smile about and showcase the brand too. Multiple illustrations and expressions were developed that became the most lively part of the kit! Each sticker was carefully thought about.
Our favourite one that channelises any stress that might come at work…..Calmmm….well, the girls get it!